{"id":31200,"date":"2022-04-11T18:56:58","date_gmt":"2022-04-11T13:26:58","guid":{"rendered":"https:\/\/email.uplers.com\/blog\/?p=31200"},"modified":"2024-09-11T17:15:14","modified_gmt":"2024-09-11T11:45:14","slug":"winning-strategies-in-sfmc-email-marketing-program","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/winning-strategies-in-sfmc-email-marketing-program\/","title":{"rendered":"4 Winning Strategies in Salesforce Marketing Cloud to Power Your Email Marketing Program"},"content":{"rendered":"\n

Salesforce Marketing Cloud (SFMC) is an excellent Email Service Provider (ESP) for brands that place customers at the center of their email marketing programs. SFMC provides numerous tools to humanize email marketing campaigns, engage target audiences with relevant, personalized messaging, and inspire action.<\/p>\n\n\n\n

However, SFMC can be overwhelming with its wide range of email content and design tools, data models, AI capabilities, and real-time insights capabilities. If this sounds like you, then this guide is for you. By implementing its valuable and winning strategies, you can make the most of this world-class ESP, create amazing email campaigns, and convert subscribers into superfans and one-time buyers into loyal brand advocates.<\/p>\n\n\n\n

1. Create Personalized Customer Journeys with Journey Builder<\/strong><\/h2>\n\n\n\n

A customer journey refers to the experience a customer has when interacting with a brand along multiple touchpoints.<\/p>\n\n\n\n

Where do your customers interact with your brand?<\/p>\n\n\n\n

In-store?<\/p>\n\n\n\n

On your website or social media pages?<\/p>\n\n\n\n

Via customer support?<\/p>\n\n\n\n

Through email marketing?<\/p>\n\n\n\n

It\u2019s important to understand and map all these interaction points. This customer journey map<\/a> tells the story of how customers behave when they engage with your brand, what their expectations are, and whether you are meeting these expectations.<\/p>\n\n\n\n

The map will also help you anticipate how different customers will possibly act during the journey \u2013 and how you can ensure that their brand experiences are memorable and to encourage them to come back. Ultimately, a data-driven, customer-focused journey map for each customer can help you design unique email marketing campaigns that keep customers engaged with your brand for longer.<\/p>\n\n\n\n

SFMC offers a powerful tool called Journey Builder<\/a> to build personalized customer journeys based on customer demographics, behaviors, preferences, etc. Use these journey maps to inform and improve your email marketing campaigns. You can also \u201clisten\u201d to customer cues to understand their current behaviors, predict future behaviors, and accordingly create campaigns to guide them down the purchase journey.<\/p>\n\n\n\n

For example, you can create separate journeys for new and existing customers and design separate campaigns to engage with both.<\/p>\n\n\n\n

\"welcome
Image Source<\/a><\/figcaption><\/figure>\n\n\n\n

This welcome email from Banfield immediately catches a new subscriber\u2019s eye and encourages them to continue to engage with the brand.<\/em><\/p>\n\n\n\n

\"email
Image Source<\/a><\/figcaption><\/figure>\n\n\n\n

This email from Fitbit is an effective way to entice subscribers to spend more.<\/em><\/p>\n\n\n\n

Another great thing about Journey Builder is that it can help you automate engagement at scale<\/em> and still deliver timely, relevant campaigns to each subscriber<\/em>. You can even evaluate the progress of each campaign and drive tangible results with email marketing from a very early stage in the customer journey.<\/p>\n\n\n\n

2. Get a 360\u00b0 View of Customers with Salesforce CDP and Datorama<\/strong><\/h2>\n\n\n\n

If you want your subscribers to actively engage with your campaigns and brand, spray-and-pray\/ one-size-fits-all email marketing campaigns <\/a>won\u2019t work. You need to create personalized messaging that resonates with their<\/em> specific needs and expectations.<\/p>\n\n\n\n

And the first step towards personalization is understanding who they are:<\/p>\n\n\n\n

Where do they live?<\/p>\n\n\n\n

What do they want, need, like?<\/p>\n\n\n\n

What kind of messaging is likely to appeal to them?<\/p>\n\n\n\n

How can your<\/em> campaigns address their<\/em> expectations?<\/p>\n\n\n\n

SFMC will help you get a 360\u00b0 view of customers through two powerful tools.<\/p>\n\n\n\n

Salesforce CDP<\/strong> provides intelligent, actionable, and trusted customer data so you can build unified customer profiles and get a single source of truth about each customer across multiple touchpoints. Connect customer identities, orders, marketing journeys, and engagement data to better understand subscribers and use this data to inform your email marketing strategies.<\/p>\n\n\n\n

SFMC Datorama<\/strong> is another useful tool to collect and analyze customer intelligence and create customized and scalable email campaigns that deliver value to each subscriber in your mailing list. Datorama provides smart, cross-channel insights to drive ROI and growth with email marketing for both B2C and B2B brands.<\/p>\n\n\n\n

3. Increase Email Marketing ROI with Personalization Builder and Einstein AI<\/strong><\/h2>\n\n\n\n

SFMC\u2019s Personalization Builder<\/strong> tool provides predictive analytics and predictive modeling to help you understand subscribers preferences and accordingly create tailored email content. Even better \u2013 you can do this automatically for each subscriber to save time and effort, and get campaigns out quickly.<\/p>\n\n\n\n

With Personalization Builder and SFMC\u2019s built-in Einstein Artificial Intelligence (AI) engine<\/strong>, you can effortlessly:<\/p>\n\n\n\n